M&C Saatchi to build Brand Australia
Austrade has named creative agency M&C Saatchi as the tenderer that will take Australia to the world. The agency won the Building Brand Australia contract after being shortlisted with three other agencies. Sixty agencies expressed interest in the program.
According to Austrade, concepts by the short-listed agencies were subject to quantitative and qualitative research and consultation with the Trade Minister and Advisory Board.
M&C Saatchi developed its concept following extensive research in 14 countries around the world, and came recommended by the Tender Evaluation Panel.
The agency signed a four-year contract with Austrade last week and will reveal their concept in May. Building Brand Australia is a $20 million program to better market Australia as a unique, strong, fair and future-focused nation.
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